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经过20年的蓬勃崛起,中国地产经历了从分散投资到规模开发、劣质生产到优质制造、粗放经营到专业化管理的过程,逐渐从不成熟走向成熟;各企业之间的竞争亦从早期的地段竞争、销售竞争、设计竞争,发展到了今天的品牌竞争。随着地产行业的快速发展,有两个字逐渐被人们熟知并且津津乐道,那就是“品牌”:在城市版图的扩张过程中,它是开辟消费市场的金钥匙;在资本市场中,它发挥了点石成金的巨大魔力一一品牌地产正迎来一个新的时代。与此同时,如何塑造品牌、提高品牌价值与认知度也成为房地产企业最为关心的内容。
After 20 years of vigorous development, China’s real estate has undergone a process of diversified investment to scale development, inferior production to quality manufacturing, extensive management to specialized management, and has gradually developed from immaturity to maturity. The competition among enterprises has also shifted from early Lot competition, sales competition, design competition, the development of today’s brand competition. With the rapid development of the real estate industry, there are two words gradually known and relish, that is, “brand ”: in the expansion of the city territory, it is the golden key to opening up the consumer market; in the capital market , It has played a tremendous magic point into a gold brand property is ushering in a new era. At the same time, how to shape the brand, improve the brand value and awareness has also become the real estate companies most concerned about the content.